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Unit 2 Brands, Іноземна мова

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Unit 2 Brands


In order to be able to discuss branding you need to consider the concept and definition of brand. For this purpose you can use the following glossary of terms: 

Glossary of marketing terms:


Glossary of marketing terms:


Sales and marketing glossary: 


Language focus: check up your knowledge of the related marketing terms at


Pre-reading task: before you read the article check up your knowledge of brands and their slogans at



Read the article by Lois Geller, an owner of a Marketing company in Hollywood, Florida from the information resource: 



In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands and you immediately know what they promise: McDonald’s, Coca Cola, Budweiser, Ford, Apple, MetLife.

You know what you’re going to get with a well-branded product or service.

In another sense, a brand is a specific combination of logo, words, type font, design, colors, personality, price, service, etc.

It’s also a bundle of attributes. Think of Volvo, for instance, and your first thoughts are probably going to be something like “well built, comfortable, Swedish” and, most of all, “safety.”

The promise, look, personality and attributes can eventually acquire a special patina of what I call “me” appeal. Buying a certain brand says something about the person who buys it. Apple has that patina. So does Prius. The booze and clothing businesses are filled with patina products: Cristal, Guinness, Ralph Lauren, Manolo Blahnik.

All of this can lead to sub-brands, like iPhone and iPad which acquire the aura of the parent brand.

It takes a lot of time, money and very hard work to build and maintain great brands like that, brands that can speak volumes in just a few syllables. 

That’s why I’m usually rendered speechless when a prospective client asks us for a quick “Brand”.

It happens a lot more often than you’d think. I love developing brands from scratch but when the client needs something quick, there’d better be a strong existing brand already in place.

If you’re going to develop your brand, the last thing you want to do is follow the beaten path. You want to head down your own road. Your brand has to plant itself in the hearts and minds (especially hearts) of prospects and customers.

It also has to be memorable. Your brand is the focus of all your marketing efforts (yes, it needs to say something about your company, connect with your target market, be motivating in some way and always create loyalty).

Sometimes a brand is memorable because of the little things. 
TD Bank has a special place in their branches for you to deposit all those coins you collect in jars. It’s called the Penny Arcade and makes it a fun game and you can even win prizes. If your kids collect coins, you might want to open a TD account so they can enjoy the process of saving their money there. Years ago Dime Savings Bank in New York had a small dime carrier it gave to kids and then they’d fill up the 50 slots with a dime in each one (Dime Bank, get it?) and bring it to exchange for a $5.00 bill. Little things can mean a lot (and little things are all do-able on the smallest budget.)

When you think about your brand, think about all the elements: promise, personality, look, voice, service, attributes, memorability, even patina. There’s a good chance that if you ask customers, prospects and competitors about it, you’ll be surprised at how strong your brand actually is. 

2. Describe the concept of brand according to the article.

3. What successful brands do you know and what is the secret of their brands?



(British English and American English have different rules for the use of the present perfect. The comments being made here and the exercises state the correct grammar for British English. However, in American English, it is often considered acceptable to use the past simple in some of these examples.)

We use the past simple to talk about actions in the past that have finished. It talks about 'then' and definitely excludes 'now'.

We use the present perfect simple to look back on actions in the past from the present. It always includes 'now'. 

These sentences are in the past with no connection to the present.

I first met him 10 years ago.

I started work here in 1987.

I ate too much at lunchtime.

Now look at these same situations seen from the present.

I've known him for 10 years.

I've worked here since 1987.

My stomach hurts. I've eaten too much.

Typical time phrases that we use with the past simple are 'yesterday', 'ago', 'last year', 'in 1999'.

I spoke to him yesterday.

She came in a few moments ago.

We made our last purchase over a year ago.

He joined the company in 1999.

Typical time phrases that we use with the present perfect are 'ever', 'never', 'since'.

I've never seen so many people.

Have you ever been more shocked?

I've done a lot since we last spoke.

Typical time phrases always used with the present perfect in British English but often used with the past simple in American English are 'already', 'just', 'yet'.

I haven't done it yet. (UK)

I didn't do it yet. (US)

I've just done it. (UK)

I just did it. (US)

I've already done it. (UK)

I already did it. (US)

The time phrase 'for' can be used with both forms, but with different meanings.

I went to Munich for the weekend but I came back on Sunday evening.

I've been in Munich for the weekend and I've brought you back some German sausages.


For more information see Market Leader. Course book. Intermediate business English/ D.Cotton, D.Falvey, S.Kent: Longman, 2001 (p. 134) [1]

Check your understanding of grammar and do the exercises:





Skills: Meetings

Improve your spoken communication skills to succeed in business activities. Practice different parts of the meeting: agenda setting, interruptions, agreeing and disagreeing, any other business. Use the information resource:



For more information see Market Leader. Course book. Intermediate

business English/ D.Cotton, D.Falvey, S.Kent: Longman, 2001 (p. 14-21) [1]

Revision: check up your knowledge of the topic at 


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